2024 Social Media Trends for Small Businesses: Navigating the Digital Landscape
By Ray Foxworth, DC
The social media landscape continually evolves, offering new avenues for businesses to connect with their audiences. Like many other health-related businesses, chiropractic offices can significantly benefit from leveraging these trends to enhance patient engagement, build trust, and promote their services.
In 2024, several key social media trends have already been particularly relevant for chiropractic practices. By adopting these trends, practices can stay ahead in a competitive market and foster stronger relationships with their patients.
Short-Form Video Content
Short-form video content dominates social media, with platforms such as TikTok, Instagram Reels, and YouTube Shorts becoming increasingly popular. These quick, engaging videos capture attention and succinctly deliver information. Short-form video is the most popular content among Gen Z, Millennials, and Gen X.1
Actionable Tip: Create short videos demonstrating exercises, showcasing patient success stories, or providing quick health tips. These videos should be engaging and informative, encouraging viewers to learn more about chiropractic care.
Educational Content and Health Tips
Pew Research, a nonpartisan think tank, found that 74% of Internet users engage in social media. Among those users, 80% are specifically looking for health information. Chiropractic offices can establish themselves as authorities in their field by providing valuable educational content.2
Actionable Tip: Regularly post content that educates your audience about chiropractic care, spinal health, ergonomics, and general wellness. Infographics, blog summaries, and expert tips can help demystify chiropractic care and encourage potential patients to seek your services.
Live Streaming and Real-Time Q&A Sessions
Live streaming offers an excellent opportunity to connect with audiences in real-time. It allows chiropractors to address common questions, discuss chiropractic techniques, and provide personalized advice.3
Actionable Tip: Schedule regular live Q&A sessions where viewers can ask questions about chiropractic care, back pain, and related topics. Promote these sessions in advance to maximize participation. Use these opportunities to showcase your expertise and build trust with potential patients.
Patient Testimonials and Success Stories
Testimonials and success stories are powerful tools for building credibility and attracting new patients. They provide social proof and can help alleviate potential patients’ fears and concerns.
Actionable Tip: Share video testimonials from satisfied patients who have experienced significant improvements through chiropractic care. Highlight their stories on your social media profiles and website. Be sure to obtain written consent from patients before sharing their stories.
Social Commerce and Booking Integration
Social commerce features are becoming more integrated into platforms such as Instagram and Facebook. These features allow users to book appointments or purchase products directly through social media.
Actionable Tip: Use social commerce features to book chiropractic appointments easily through your social media profiles. Ensure your booking system is user-friendly and prominently displayed. This convenience can significantly increase patient engagement and conversion rates.
Micro-Influencer Partnerships
Influencer marketing continues to be effective, but the focus is shifting toward micro-influencers who have smaller, highly engaged audiences and often have more trust and influence within their communities. For instance, popular chiropractic advocates in your community tend to wield more influence on potential patients than large nationwide groups of chiropractic supporters.
Actionable Tip: Partner with local health and wellness micro-influencers who align with your practice’s values. These influencers can share their positive experiences with chiropractic care and help introduce your services to a broader audience.
Health Challenges and Interactive Campaigns
Interactive campaigns and health challenges can engage your audience and promote a healthy lifestyle. These initiatives can also increase your visibility on social media.
Actionable Tip: Launch a month-long health challenge encouraging followers to practice daily stretches, improve their posture, or engage in other chiropractic-related activities. Use social media to track progress, share tips, and celebrate participants’ achievements.
Personalized Content and Targeted Advertising
Personalized content and targeted advertising can significantly enhance engagement and conversion rates. By tailoring messages to specific audience segments, you can more effectively address their unique needs and concerns.4
Actionable Tip: Use social media analytics to understand your audience’s demographics and preferences. Create personalized content and targeted ads that resonate with different segments of your audience, such as new patients, returning patients, or those interested in specific treatments.
In 2024, the social media landscape offers numerous opportunities for chiropractic offices to enhance their digital presence, engage with patients, and grow their practices. Stay ahead of the curve by embracing trends such as short-form video, educational content, live streaming, and personalized marketing. These strategies help attract new patients and build a loyal community that values and trusts your expertise. As the digital world evolves, staying adaptable and proactive in your social media efforts will be critical to your practice’s success.
References
Hubspot. Global social media trends report [Internet]. Hubspot. (2024).
Hagstrom MW. Ways social media has changed patient care [Internet]. Dallas: AMN Healthcare;2018 Mar 19. Available from: https://www.amnhealthcare.com/blog/physician/perm/ways-social-media-has-changed-patient-care/#:~:text=Physicians%20are%20discovering%20that%20they,of%20care%20provided%20to%20patients.
Kubode R. Live streaming: a powerful tool to captivate your audience and achieve marketing success [Internet]. Sunnyvale, CA: LinkedIn; 2024 May 12. Available from: https://www.linkedin.com/pulse...
Patient Care Marketing Pros. Strategic targeting tactics in healthcare advertising online [Internet]. Birmingham, AL: Patient Care Marketing Pros; 2024 May 1). Available from: https://patientcaremarketingpr...
Dr. Ray Foxworth is a certified medical compliance specialist and the president of ChiroHealth USA. A practicing chiropractor, he remains “in the trenches,” facing billing, coding, documentation, and compliance challenges. Foxworth has served as president of the Mississippi Chiropractic Association and is a former staff chiropractor at the G.V. Sonny Montgomery VA Medical Center. He is a fellow of the International College of Chiropractic. To request a free one-page financial policy, send an email to [email protected].
References
1. Hubspot. Global social media trends report [Internet], Hubspot. (2024).
2. Hagstrom MW. Ways social media has changed patient care [Internet], Dallas: AMN Healthcare;2018 Mar 19. Available from: https://www.amnhealthcare.com/blog/physician/perm/ways-social-media-has-changed-patient-care/#:~:text=Physicians%20are%20discovering%20that%20they,of%20care%20provided%20to%20patients.
3. Kubode R. Live streaming: a powerful tool to captivate your audience and achieve marketing success [Internet], Sunnyvale, CA: Linkedln; 2024 May 12. Available from: https://www.linkedin.com/pulse...
4. Patient Care Marketing Pros. Strategic targeting tactics in healthcare advertising online [Internet], Birmingham, AL: Patient Care Marketing Pros; 2024 May 1). Available from: https://patientcaremarketingpros. com/articles/strategic-targeting-tactics-in-healthcare-advertising-online.
